Wednesday, January 17, 2018

Royal bed icon for KungSängen

Bed and mattress warehouses tend to be awful places, and their flashy branding reflects that. Swedish retailer KungSängen sought to counter that impression last October by introducing a new visual identity, created by Stockholm-based Ström & Jag.

KungSängen beds are made to order by hand, and this premium aspect of the manufacturing wasn't reflected by the previous branding. KungSängen means "the King's Bed" in Swedish and the design team clearly fell in love with the idea of combining a crown and a bed into an icon. It is supported by clear typography and a deep blue colour.